In 2018, one of the biggest trends in E-commerce is creating content that will generate unique user experiences.
Personalized content can drastically improve the performance of your website and the engagement of your visitors.
In a HubSpot research on more than 93,000 calls to action they created over a 12 month period, the team discovered that calls-to-action targeted to the user performed 42% better than calls-to-action that were generic.
Building a personalized content promotes the perception of different buyer personas, creating a communication that fits each customer’s needs and requirements individually.
Example- Iberia Airlines
During the 2016 holiday season, Iberia Airlines customers received emails posing the question about their dream travel destination and with whom they would go there. To answer, customers were redirected to a microsite where they would fill in responses, as well as the email address of the person they wanted to travel with.
After that, the users’ friend received an email with a holiday greeting about the dream vacation. In order to view the card, that person had to click a link to view it in his or her browser. With the user’s permission, they used cookies so the traveler’s friend would see banners across the web with a personalized message, suggesting the perfect Christmas gift- their dream vacation with their best friend.
Native advertising has become one of the most sought-after marketing methods. It facilitates brands to market their offerings in a quite non-disruptive way that blends in easily with the environment a user is most comfortable with.
By using native ads, you put the right information in front of the viewer when they actually need it.
Croatia Insurance- an Award Winning Native Advertising Example
By creating a free web application which was the first interactive digital map in Croatia, Hanza Media’s Native Ad Studio managed to create great awareness and engagement on the subject of home insurance.
In order to raise awareness of the importance of home insurance, the company created an interactive heat map that allowed users to get an overview of the dangers particular to their area.
The app was called How Safe is Your Neighbourhood. Using it, the users were enabled to get the most accurate, relevant and personalized information on the safety trends in any city the user chooses. The map answers questions about the risks of flooding, earthquakes, fires and home burglaries.
By the end of the campaign, the number of hot leads was three times more than expected. The campaign also generated earned media as local and national news websites and radio stations reported on the Heat Map.
The app took the gold medal at the Native Advertising Awards for Best Use of Online Media.
‘Micro-moments’ are a bit of a buzzword in marketing in the recent period. Micro-moments represent the times in the day when users want to know something, do something, go somewhere or buy something, and helping themselves by using their phones.
By studying when information is most relevant to your customers, targeted marketing becomes possible, letting your brand reach the right people at the right time.
Example: Scottish Ballet
In previous campaigns, Scottish Ballet’s ads were performing best when people were sitting on buses and trains on the way to and from work, were busy making plans for the weekend on their phones.
But they found out that things have shifted slightly, users generating traffic mostly on weekends between 7-8am and then again (later) between 7-9pm.
The team targeted the potential audience with relevant ads right when they were on their smartphones looking for things to do.
For the Facebook traffic, the best time was between 7 am and 11 am and then from 6 pm to 9 pm and most of this traffic came via mobile.
For Email marketing, as users were picking up their messages throughout the working day, the perfect time was from 10 am to 4 pm. The majority of the users were coming through between 12-1pm so lunchtime seemed to be when the Scottish Ballet audience were checking emails and engaging.
This information gave Scottish Ballet the opportunity to streamline their message in order to have more impact on specific people, transforming the way they communicated with their audiences.